时间:2018-12-13 作者:英语课 分类:高中英语人教版必修高三


英语课

[00:08.39]Reading

[00:09.43]PLANNING AN ADVER TISING CAMPAIGN

[00:13.17]The planning of an advertising 1 campaign usually begins long before the product is introduced to customers.

[00:21.63]Advertisement professionals meet with representatives of the company to discuss how the product should be presented and promoted.

[00:30.69]Large companies may have their own advertising department,

[00:35.06]but most companies choose to hire an independent advertising firm.

[00:39.86]In the first few meetings,

[00:42.29]the people who make the product and advertisers discuss not only how the product should be marketed,

[00:48.95]but also how the design of the product might be changed in order to attract as many customers as possible.

[00:56.61]Once the general strategy 2 is decided 3,

[01:00.58]the advertising firm begins planning the campaign.

[01:03.90]The firm collects as much information as possible about the product and the customers who might buy it.

[01:10.97]The person at the advertising firm in charge of the projest then holds a meeting.

[01:16.43]Present will be a person to think up an idea for an advertisement,

[01:21.71]and a person to buy space in newspapers or time on TV.

[01:25.63]There will be a writer to write the text and a designer to design the ad,

[01:31.59]using pictures or photographs and the text.

[01:34.62]The advertising team must also decide how and where the ads will be shown.

[01:40.52]Billboards, or poster boards,

[01:43.99]are relatively 4 cheap and can reach a lot of people traveling by car,bus, train or subway in cities.

[01:51.65]A large, well-designed poster can attract new customers and inform them about a new product.

[01:58.18]However, posters are usually seen from a distance and only for a short time,

[02:04.42]so the ads cannot provide detailed 5 information.

[02:08.08]Ads for products that must be explained are usually more effective if they are place if they are placed in newspapers and magazines.

[02:16.54]People spend more time reading newspaper ads than posters,

[02:21.19]so the ads can give more information about the product.

[02:24.61]However, the ads can only be seen by those who buy the paper or magazine, therefore, they may not reach as many consumers as poster ads.

[02:36.26]Ads broadcast on the radio or TV are more expensive but can reach very large audiences.

[02:44.73]If am ad is broadcast during a popular radio or TV programme,

[02:50.03]it can be seen or heard by millions of listeners of or viewers.

[02:54.08]Radio and TV ads also have the advantage of being very powerful.

[03:00.04]Radio ads use words and music to promote a product,

[03:04.40]and TV ads combine words, images, sound and music to persuade consumers.

[03:10.88]The Internet is a relatively new medium for advertisements.

[03:15.84]Different kinds of ads are found on websites offering sevices and information.

[03:21.90]Some Internet ads are similar to traditional ones:

[03:25.37]“banner ads” are placed above or to the side of the content of a website.

[03:30.65]Perhaps the most exciting feature of Internet ads is that they are “interactive”

[03:37.00]ie potential customers can click the ads of find out more about a product of service they are interested in.

[03:45.36]Customers can also send in question and comments to the company.

[03:50.32]Interactive ads can also change depending on you interests and habits.

[03:56.80]For example, if you often visit websites containing information about a certain hobby,

[04:02.76]sport, or lifestyle, the computer can keep track of your visits and send you ads about products you are likely to be interested in.

[04:11.69]As a result, two people who visit the same website many see different ads.

[04:17.75]New technology also allows ad-makers 6 to reach customers in new ways.

[04:24.31]“Pop-up ads” open in a small square when you visit a website.

[04:29.77]These ads can be annoying when you are trying to read or access information on a website.

[04:36.43]The least popular type of Internet ad is called “spam”.


[04:41.89]It refers to advertisement messages that are sent via e-mail to thousands of customers at a time.

[04:49.44]Spam is so unpopular that most e-mail services offer software that blocks unwanted messages.

[04:57.90]Spam also causes many problems, so some not directly aware of made laws to limit spam.

[05:04.74]Messages that we are not directly ware 7 of often the most powerful.

[05:10.70]Because we don’t know that we are receiving a message,

[05:14.54]we are not as critical as we should be.

[05:17.28]When we walk down the street,

[05:19.32]watch a TV programme or a film or surf the Internet,

[05:23.40]we come across hundreds of ads that we may not notice.

[05:27.24]In fact, many of the pictures we see in newspapers and TV programmes are filled with ads.

[05:34.29]This method of advertisement works 8 by showing products in a programme or film without telling the audience that it is an advertisement.

[05:44.32]For example, and action hero might drink a special kind of soda 9, drive a certain car,

[05:51.40]or use a product as part of the film.

[05:54.43]The company who makes the product pays the makers of the film to show the product and the brand name.

[06:02.00]Whatever advertisement method a company chooses,

[06:03.34]the advertising team will design the campaign and prepare a strategy.

[06:08.17]When the advertisement is ready, it is shown to company.

[06:12.64]If the company agrees,

[06:14.60]they may try it out in a small part of the country to see if product sales increase as a result of the advertisement.

[06:21.83]If they do, then it will be used throughout the country.

[06:26.69]Otherwise, the whole programme will be reviewed.

[06:29.75]Researchers will go out and interview possible customers to fine out the reasons for the failure



1 advertising
n.广告业;广告活动 a.广告的;广告业务的
  • Can you give me any advice on getting into advertising? 你能指点我如何涉足广告业吗?
  • The advertising campaign is aimed primarily at young people. 这个广告宣传运动主要是针对年轻人的。
2 strategy
n.方法,策略,战略
  • The only way to take the enemy position is by strategy,not by forceful attack.只可智取,不可强攻。
  • Tactics differs from strategy.战术有别于战略。
3 decided
adj.决定了的,坚决的;明显的,明确的
  • This gave them a decided advantage over their opponents.这使他们比对手具有明显的优势。
  • There is a decided difference between British and Chinese way of greeting.英国人和中国人打招呼的方式有很明显的区别。
4 relatively
adv.比较...地,相对地
  • The rabbit is a relatively recent introduction in Australia.兔子是相对较新引入澳大利亚的物种。
  • The operation was relatively painless.手术相对来说不痛。
5 detailed
adj.详细的,详尽的,极注意细节的,完全的
  • He had made a detailed study of the terrain.他对地形作了缜密的研究。
  • A detailed list of our publications is available on request.我们的出版物有一份详细的目录备索。
6 makers
n.制造者,制造商(maker的复数形式)
  • The makers of the product assured us that there had been no sacrifice of quality. 这一产品的制造商向我们保证说他们没有牺牲质量。
  • The makers are about to launch out a new product. 制造商们马上要生产一种新产品。 来自《简明英汉词典》
7 ware
n.(常用复数)商品,货物
  • The shop sells a great variety of porcelain ware.这家店铺出售品种繁多的瓷器。
  • Good ware will never want a chapman.好货不须叫卖。
8 works
n.作品,著作;工厂,活动部件,机件
  • We expect writers to produce more and better works.我们期望作家们写出更多更好的作品。
  • The novel is regarded as one of the classic works.这篇小说被公认为是最优秀的作品之一。
9 soda
n.苏打水;汽水
  • She doesn't enjoy drinking chocolate soda.她不喜欢喝巧克力汽水。
  • I will freshen your drink with more soda and ice cubes.我给你的饮料重加一些苏打水和冰块。
学英语单词
abhorring
acquired cleftpalate
advertence
aggrege
approximate true elongation percentage
aural detector
auto cutter
Berilo
bootlegs
bresnahan
capitalised value
chromises
clobedolum
cold atmospheric leaching
conjugata
conservativeness
container freight station to door
contextual protection
contract for carriage
copperas
cost-per-action
Crocethia
cryptanthus zonatus
cylindrical auger
Cymothoidae
deglutition centre
dilute phase roasting
disapprovest
discors
divergence
duking
echo-signal
electric resistance thermometer
endotransglycosylases
flash-over relay
garment container
hawksworth
hierarchical interrupt
hill-and-dale
Horheim
host unreachable
Indochinese, Indo-Chinese
inertially balanced stabilized platform
interchange circuits
kot
kuessel
Le Massegros
letter bundling machine
memory attribute list
micrometeoritic
MO-MLV
moroccoes
Mututu
naphthalic aicd
national grid compang
numbered unit
pain phosphorus
pallidotomies
parental rights and duties
partes subcutanea
payload deployment and retrieval system
petunia
platanthera chloranthas
platypelloid
porfiry
propagules
quenching crack
remi inferior ossis ischii
repair truck
Rhododendron aganniphum
rickson
scandium oxalate
sense of worth
servo surface encoding
set priorities
sidles
specification of quality
state guarantee
stony iron-meteorite
sulfuric acid monohydrate
sweet meat
tar-pot
ternity
transmitter distortion
trust fund bureau
two sample t-test
U Thant
unassailableness
undefined length record
under water concrete
valeriane
ventresca
vernier theodolite
Von Hippel-Lindau disease
way to go
weaponizing
weigelias
weightiest
wrast
yanagisawa
yowlings
zero check